INTEGRASI ENTREPRENEURSHIP BRICOLAGE DAN ORGANIZATIONAL AMBIDEXTERITY UNTUK MENCIPTAKAN COMPETITIVE ADVANTAGE PADA WELAVIT

Abstract

This study aims to examine the synergy between entrepreneurship bricolage and organizational ambidexterity in creating a competitive advantage for digital Micro, Small, and Medium Enterprises (MSMEs) facing resource scarcity. The method employed is a qualitative approach with a single-case study design on the fashion MSME "WeLavIt." Data collection techniques included in-depth interviews with the founder and analysis of digital artifacts. The findings indicate that WeLavIt intensively applies bricolage (creative utilization of limited resources), which directly facilitates contextual ambidexterity, where the core team balances exploration (low-cost product innovation through "wave testing") and exploitation (optimization of best-selling products). The discussion proposes a theoretical model where bricolage serves as a crucial antecedent that mitigates resource constraints, thereby enabling MSMEs to achieve ambidexterity, a condition often considered disadvantageous for young firms. The conclusion of this study is that the bricolage-ambidexterity synergy offers a strategic blueprint for MSMEs to achieve sustainable growth and competitive advantage in the digital era.